Word: sportswear
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Dates: during 1990-1999
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...vintage-car collection, the private jet are all as much an exercise in brand building as they are in high living. This approach has allowed him to expand his vision to market everything from suits to suitcases, sofas to soccer balls. This year he is even marketing extreme sportswear to the Gen X and Gen Y crowd, and older folk who want to feel that young. The Lauren reach includes 26 licensees who sell $4 billion in everything from tableware to towels (Polo/RL gets a cut), plus 224 retail stores and outlet centers...
Lauren has always had the ability to move with his mostly boomer customers, and that skill is now getting a crucial test. When sportswear exploded, he created Polo Sport. Designer jeans? Ralph was big. When value was king, he offered the lower-priced Chaps line. His recent custom-made Purple Label commands some $2,500 for a man's suit. (Now there's something Wall Streeters should warm to.) "My job is to feel the changing times," he says...
...more ambitious is RLX, an extreme-sportswear brand for mountain bikers, runners and snowboarders. The brightly colored technical gear is a departure from the subtle tweeds and twills of Polo's yore. Lauren has taken great pains to establish RLX's credibility. The running shoes are made by Reebok; he's sponsoring a mountain-biking team, and has signed prominent snowboarders Ross Powers and Andy Hetzler. It's smart marketing, but he won't necessarily be able to buy credibility in the world of alternative sports, where shunning the Establishment is at least half the point. "Lame," critiques snowboarder Dave...
...handbags and thongs, nearly sold out at Bloomingdale's in three days--"even though they were cotton clothes in November," notes the store's fashion director, Kal Ruttenstein. There are waiting lists in some boutiques for her outfits, priced at an affordable $130 to $160, and her 50-piece sportswear collection will be in 200 stores by June. Sales are expected to top $1 million in 1999. Not bad for a girl who's only 23 and still lives in her parents' apartment on Fifth Avenue...
...hand, Feldenkreis owns a splendid company in Miami called Supreme International, a leading supplier of men's and boys' casual sportswear to such stores as Macy's, Sears and Target. Supreme has lived up to its name in the 1990s: revenues have increased more than tenfold, to an estimated $220 million this year. The company has been on an acquisition binge. Even better, Supreme continues to roll merrily along as though dark clouds were not gathering over the economies of half the world...